Beast City are the burger-slinging residents on the corner of Swanston and Little Bourke Streets in Melbourne's CBD. Big burger energy in a chaotic pocket of the city. The venue had been running with a basic identity since opening, and needed a more evolved and cohesive look aligned with its direction. Having workshopped with the team, this fresh look had to be vibrant and punchy to match the venue's personality, youthful clientele and energy of its location.
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OUTCOME
Identity Design
Packaging + Signage
Print + Digital Collateral
A punchy, maximalist brand and identity system that extended to all the usual rollout goodies in menus, social assets, burger paper, interior and exterior signage and more. On the grisly details, the logo was designed to cut through, with its bold 3D treatment and skyscraper inclusion nodding to B-grade kaiju movies. Likewise with the burger brand mark, designed as a cute kaiju character to be both highly ownable and recognisable. The rich palette was assigned to compliment the colours and textures of the interior space, paired with a pattern set of saucy splatters, streaks and squiggles. It was an absolute pleasure working and eating with Beast City on this one, and huge thanks to the team for the opportunity.
Sweet photography by Allegra Paolo and Duncographic
